New brand marks the launch of a re-energized, unified company focused on world-class distribution in the digital age.

COVINGTON, KY and MONTREAL, Feb. 28 /CNW Telbec/ - (TSX: UFS) (NYSE: UFS) - The leading provider of high-quality paper, packaging and graphic arts supplies today announced the launch of its new identity: Ariva. Formerly Domtar Distribution Group, the rebranding under the name Ariva marks the beginning of a new era in the company's development as a leading provider of best-in-class solutions for the 21st century.

The Ariva name and brand replaces all of the company's legacy brands: RIS the paper house in the U.S. and Buntin Reid, JBR La Maison du Papier, and The Paper House in Canada. To see the new web site and logo, click here.

The company's new tagline—Paper to pixels. The way forward.—conveys Ariva's commitment to innovating new ideas and solutions to meet the evolving needs of customers in the digital age.

"Our customers' businesses and needs are changing in ways no one could imagine a decade ago," said Mark Ushpol, Senior Vice-President of Ariva. "Our new identity reflects our recognition of these fundamental changes and our commitment to work as a unified team to deliver new products and solutions to give our customers a competitive edge. No matter where the future leads, Ariva will be there with innovative solutions to help our customers communicate, collaborate and compete more effectively."

Ushpol said the Ariva brand provides a strong, unified identity for the company in all of the markets where it operates, including the U.S., Canada, Mexico, the Caribbean, and Latin America. "Ariva is focused on new opportunities and partnerships globally, while building on the proud legacy of our predecessor companies," he added. "Our core values have not changed - we remain committed to excellence, to serving customers with professionalism and integrity in forging long-term relationships."